Advertising and Behavior Control
In the article “Advertising and Behavior Control” there were many arguments for and against advertising. The first and the biggest problem Robert L. Arrington has against advertising is “puffery.” The reason/reasons why Arrington has a problem with puffery is due to the fact that the seller makes exaggerated, or suggestive claims about a product. His overall argument on puffery is that it isn’t just “bragging” but it is bragging that is designed to persuade you to want the item or product being sold. The bragging goes so far as they convince the viewer (of the advertisement) they need the product. Puffery ultimately leads to manipulation, exploitation, and control over what people think of the product. Although Arrington has reasons against puffery, he also points out examples as to why puffery is good for advertising. As stated on page 284 “businesses just give the consumer what he/she wants; if they didn’t they wouldn’t stay in business very long. Proof that consumer wants the precuts advertised is given by the fact that he bus them, and indeed often returns to by them again and again.” Puffery ultimately leads to the customer purchasing the product. If puffery is not used then as Arrington states businesses would go out of business very quickly. Puffery is not the only argument for or against advertising Arrington had but definitely was is strongest one. Another argument against advertising that Arrington had was credibility of an advertisement. He uses Philip Nelson’s ideas and theories to better explain his thoughts. His argument states that even when the message is not credible, we as a society give it validity by allowing ourselves to see the advertisement, and the fact that we constantly see them makes us believe that things are true. Simply put as stated on page 285 “advertised frequently, is valuable indirect information for the consumer. The reason for this is that the brands advertised most are more likely to be better buys-“ Although the